Planning Events in a Viral World
In July 2025, a Coldplay concert became the unexpected epicenter of a global conversation, surprisingly the topic of which was not music, but rather workplace boundaries and personal privacy. During a routine kiss-cam segment, a couple was caught on the jumbotron. Where some would love the spotlight, they immediately turned away awkwardly. At first glance this might have passed as a funny moment, yet it quickly escalated when people identified the couple as executives from the same company, both married to other people.
Within 48 hours, the clip had gone viral. The internet named names. Public backlash followed. By the end of the week, the CEO of Astronomer (the company previously referred to) had resigned, reputations were in question, and everyone was sharing their opinions across social media. Many people found it entertaining, making a joke out of it, however, for professionals in the event industry, it became a powerful reminder: live events come with real-world risks and reputational consequences.
At GIA, we don’t just provide event space. We help you navigate the spotlight, literally and figuratively. This situation proves, that spotlight can turn on anyone, anywhere, at any time.
Lesson 1: The Camera is Always Rolling
In the age of smartphones and social media, nothing stays private for long,especially in a public space. Whether it’s a concert, corporate event, or award ceremony – cameras are everywhere. While some are planned (press photographers & livestreams), others are more spontaneous (audiences TikToks, Instagram Stories, etc.).
In the Coldplay scenario, although the couple was on a big screen, they weren’t on a livestream, yet their moment still found its way onto millions of screens worldwide. This is a clear signal to brands and professionals: assume every moment is public-facing. When you host an event, you’re not just curating an experience—you’re also managing your brand’s potential exposure.
Lesson 2: Virality Doesn’t Ask for Permission
Astronomer didn’t ask to be part of a global meme, their executives were not expect to trend. Nonetheless, virality has no PR filter. Nowadays, considering the speed with which content spreads and the lack of context audiences often apply, means even innocent or unintended moments can spiral into something damaging.
Dont get us wrong, this isn’t a call to panic— it’s a call to prepare. When planning events, especially ones involving high-profile guests or public audiences, ask:
What’s the worst-case scenario?
Are we ready to respond?
Lesson 3: The 3 S’s of Brand Recover – Speed, Strategy, and Style
To their credit, Astronomer didn’t disappear, instead they pivoted. Within a week, they had launched a witty ad campaign featuring Gwyneth Paltrow as a temporary spokesperson, produced by Ryan Reynolds’ creative agency. The company owned the moment, laughed with the public, and reminded people what they actually do (data orchestration, not HR disasters).
Although not every company has Hollywood connections, every brand can prepare a response strategy, the key to which is reflecting the company’s voice, values, and goals. In short: brief your communications teams, plan for hypotheticals, and stay ready to take the reins if something unexpected occurs.
Lesson 4: Not All Attention is Bad…If You’re in Control
Despite the scandal, Astronomer saw a spike in brand awareness. Prior to the event, if you would ask someone “Do you know Astronomer?”, they would most likely respond with a NO (unless they work in the industry). Now millions of people recognise the name and may even it with creativity and resilience (besided scandal).
This proves that attention can be powerful tool if reigned correctly. When your brand shows up in the spotlight on purpose, may it be through a keynote, a product launch, or announcement—it tells your story on your terms.
That’s where we come in. Our venue isn’t just a space. Whether you’re hosting a summit, film shooting, or a gala dinner, we design experiences where the spotlight lifts your message, rather than derailing it.
Turning Caution Into Confidence
Apart from being chaotic, th Coldplay kiss-cam moment was a masterclass in live risk. It showed the real stakes of public visibility and the power of preparation. For every brand planning an event in today’s media-saturated world, the message is clear: hope for the best, plan for the unpredictable.
At GIA, we make your event headline-worthy for all the right reasons!